The trade association says the re-branding reflects the changing industry landscape and evolving technololgy and service provider value-chain around interactive media.

Established in 1995, NOC originally worked within the premium rate telephony sector, but its remit has since grown to include participation TV, online and mobile content.

The organisation has over 100 members that it says deliver an estimated  90 per cent of the interactive services currently being consumed in the UK.   

The name change also includes the election of a new executive board. WIN commercial director Sally Weatherall is now AIME's chairperson and D2See CEO Jeremy Flynn is its vice chair. 

Sally Weatherall said:  "The interactive entertainment industry is extremely dynamic.  New services and sectors are continually coming online.  The rebrand of NOC to AIME is  very timely and reflects better the growing and evolving membership. AIME is well positioned to serve the needs of this diverse and complex industry." 

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